GLOSSARY

Module: Display Typography

Big type behaves differently than little type. Things like “optical alignment” and “typographic mood” take on new meaning. The sections that make up this module provide a solid foundation for creating good display typography.

Designers are used to being detail-oriented and mathematically precise,
nudging things a point this way and a pixel that way until technical perfection is
achieved. However, when it comes to typographic alignment, the mathematical
approach to design doesn’t apply: it’s all in the eye of the beholder.

Reversing type – that is, placing light or white type against a darker background – is a useful way to add emphasis as well as to help develop a strong typographic hierarchy. A reverse headline can provide an inviting, eye-catching point of entry, signaling the viewer to “look here” before moving on to the other elements.

When you purchase or work with a professional quality font, your assumption might be that the spacing won’t require manual adjusting. However, display settings occasionally need a bit of finessing to look their best, as built-in spacing and kerning cannot be flawless over a wide range of large sizes. Small adjustments can make a big difference. Here are some important factors to consider when setting type at larger sizes.